Mass Media in Creating Awareness Among Agricultural Labours During COVID-19 Pandemic in Birbhum, West Bengal
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Keywords:Agricultural labours, COVID-19 pandemic, Information communication, Information seeking behaviour, Mass media
In the crisis period due to global health threat caused by COVID-19 pandemic in the last few months of 2020 andÂ the imposed lockdown in India, mass media played a very crucial role to make the countless mass of recipients aware and conscious about what is happening throughout the world. The study aims to find out informativeÂ role of mass media over traditional media in creating awareness about agriculture during the pandemic and exposure to mass media by the Santals of Birbhum District, West Bengal. Telephonic questionnaire throughÂ mobile contact was applied to collect quantitative data from 100 Santal agricultural labours of both local and migrant (50 male, 50 female) from 4 selected villages. It was observed that, though availability of mass mediaÂ with the Santals was limited, however, their accessibility to mass media like TV or mobile phone was found somewhat better in creating awareness and consciousness about agricultural activities during the pandemicÂ period among the Santals. Mean value of agricultural information consumption based on mass media of female Santals (X2= 109.43) was better than the male Santals (X1= 106.18). â€˜tâ€™ value, which was 3.40, much more than theÂ significant level, indicated that the agricultural information consumption based on mass media of female Santals is greater than that of male Santals in COVID-19 pandemic. Study finally suggested for balanced combination of
traditional media and mass media in developing more awareness and consciousness among the Santals in theÂ epidemic and pandemic period.
The manuscripts once accepted and published in the Indian Journal of Extension Education will automatically become the property of the Indian Society of Extension Education, New Delhi. The Chief Editor on behalf of the Indian Journal of Extension Education holds the copyright.